As the 2026-27 season opens, advertisers are throwing ad dollars toward the NBA’s crowd of younger viewers, accelerating investment on sponsorships, streaming ads and sports-adjacent creator activity.
The new season is set to invite high spending on linear and streaming coverage, as well as paid social and creator activity for brands that find themselves locked out, according to five media buyers who spoke with Digiday.
“Demand is very high for the NBA across the board,” said Adam Schwartz, svp and director of national broadcast, sports media at Horizon Media.
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